SDWEH工程机械公司竞争战略调整研究

发布时间：2018-01-26 07:14

本文关键词： SDWEH公司工程机械竞争战略蓝海战略　出处：《山东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,工程机械行业作为装备制造业的重要组成部分,伴随我国经济回暖和固定投资持续扩大,产业规模飞速扩张,发展前景向好。工程机械行业中,挖掘机械被誉为“皇冠上的明珠”,是不可替代的土方作业机械,巨大的市场需求吸引众多国内外企业加大投入,伴随着市场逐渐成熟,产品竞争加剧,进入了同质化竞争的态势。论文的研究对象SDWEH工程机械公司依靠自主创新和差异化竞争战略,抓住市场机遇实现了快速发展。然而目前却面临着内外部的严峻挑战,市场地位受到威胁。在如今市场背景下,SDWEH公司急需通过竞争战略的调整,重新建立起竞争优势。论文共分六部分:第一章提出研究的背景、意义、方法,系统回顾了竞争战略理论主要学派及其观点,详细阐述了蓝海战略和价值创新理论;第二章介绍SDWEH公司概况并归纳了现行差异化竞争战略的产品、营销、服务实施重点;第三章分析了SDWEH公司的资源能力并与竞争对手进行了对比分析,指出公司采用现行战略的风险和问题;第四章运用SWOT工具对SDWEH公司面临的机遇和威胁,自身的优势和劣势进行综合评估后认为SDWEH公司目前正处于有利的战略调整时机。利用顾客核心价值分析,找到产品与顾客要求的差别,指出企业的努力方向;运用蓝海战略的产业战略布局图、六条路径框架和四步动作框架等工具开展研究,重塑挖掘机产业战略布局图,提出SDWEH公司的调整战略;第五章根据SDWEH公司竞争战略的调整方向,提出了战略调整的实施重点和三条保障措施。第六章概括总结全文并指出下一步研究努力方向。论文借鉴蓝海战略思维方法,对SDWEH公司来说是一种实现低成本和价值创新的有效尝试,希望本研究能够对工程机械行业企业的竞争战略的选择提供参考。
[Abstract]:In recent years, the construction machinery industry as an important part of the equipment manufacturing industry, with the economic recovery and fixed investment continues to expand, industry scale expansion, development prospects. Mining machinery is known as "crown pearl", is irreplaceable earthwork machinery, huge market demand to attract a large number of domestic and foreign enterprises to increase investment, with the gradual maturity of the market, product competition intensified. The research object of this paper is SDWEH Construction Machinery Company, which relies on independent innovation and differentiated competitive strategy. Seize the opportunity of the market to achieve rapid development. However, at present it is facing severe challenges from the inside and outside, and the market position is threatened. Under the background of the market, SDWEH urgently needs to adjust its competitive strategy. The thesis is divided into six parts: the first chapter puts forward the background, significance and methods of the research, and systematically reviews the main schools of competition strategy and their views. The blue sea strategy and the theory of value innovation are expounded in detail. The second chapter introduces the general situation of SDWEH Company and summarizes the product, marketing and service implementation focus of the current differentiated competitive strategy. The third chapter analyzes the resource capability of SDWEH Company and compares it with the competitors, and points out the risks and problems of adopting the current strategy. Chapter 4th uses SWOT tools to address the opportunities and threats faced by SDWEH. After comprehensive evaluation of its own strengths and weaknesses, it is considered that SDWEH is currently in a favorable opportunity to adjust its strategy. By using customer core value analysis, we can find out the difference between products and customer requirements. Pointing out the direction of enterprises' efforts; Using the industrial strategy layout map of blue sea strategy, six path frame and four step action frame to carry on the research, remolding the excavator industry strategic layout map, put forward the adjustment strategy of SDWEH company; Chapter 5th adjusts the direction according to the competition strategy of SDWEH Company. Chapter 6th summarizes the full text and points out the next research direction. The paper draws lessons from the blue sea strategic thinking method. It is an effective attempt to realize low cost and value innovation for SDWEH Company. It is hoped that this study can provide a reference for the selection of competitive strategy of construction machinery industry enterprises.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.4

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